Retail media’s evolution: How retailers are finding a way to break in and stand out

Jakob Bak, senior vice president, co-founder, Adform 

Mónica Vázquez, product lead, Adform

Last year was monumental for retail media as it established itself as a game-changing force with little sign of slowing down in 2024. Figures from IAB Europe predict retail media spending will surpass traditional linear TV in Europe in under two years, reaching a massive €25 billion. 

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